I’ve been curious about Living Proof, the hair care company co-owned by Jennifer Aniston, a couple of MIT professors, and some venture capitalists. The money guys got together with the scientists and recruited celebrity shine to push their new technology. Sounds like a good recipe, right? Well, since the line launched, I haven’t heard much one way or the other, so I decided to pick up a sample of the Living Proof Style Extender at Sephora the other day. Let’s see if those MIT smarties really know anything about molecular engineering.
Living Proof bases its claims of superiority on 2 patented molecules: OFPMA – which acts a shield, and PBAE – which creates volume through friction. Living Proof Prime Style Extender relies on OFPMA as its main ingredient and claims to extend style 2x longer. So I put that bitch to the test last night. In some ways I am follicularly blessed, but style retention is not my locks’ most enviable quality. Curls, volume, lift, all dissipate rather quickly in most environments unless I go hard with the reliable, impermeable shellac of Elnett.
After the usual cleanse and condition routine, I massaged a generous dollop of Living Proof Prime Style Extender through my hair. The product is serum-like in consistency with definite glide. It smells strongly citrusy, but not unpleasantly so. I blow dried and noticed the product added marginal volume. I then curled, let cool, and brushed out for a sort of Charlene-Tilton-Dallas-Era ‘do. Most importantly, I skipped the Elnett to see what the Style Extender was capable of on its own. On the way to the festivities, I received a kind round of compliments on my hair. I told the gang about my experiment and they agreed to look out for style droopage. I confess the curl held up, albeit under rather untaxing circumstances – dinner + drinks for a party of 10 indoors. My hair looks as good in the photos during the first margarita as it did during the sopapilla, so I guess there’s something to be said for that MIT education. After a night of sleeping, my curl crashed, but I do have a voluminous-freshly-fucked bedhead situation going. In the interest of research, I plugged my curling iron back in to see if I could quickly revive last night’s glory. Indeed, the curl returned promptly and with bounce – all this without stinky, stiff hairspray. The science behind Living Proof clearly has merit. Living Proof Prime Style Extender has a specific mission with a targeted consumer. Any number of products can retain style for a day. Use this when you want to go a few days between shampoos and need to easily revive your style without continuously weighing hair down with additional products. Ladies who prefer a soft-hold style will particularly enjoy the benefits of Living Proof Prime Style Extender.